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Cendyn report

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Data has shifted the foundation of the hotel industry. Managers can now segment guest profiles to infinite degrees, creating a comprehensive picture of who’s staying at their properties. Managers can also track guest habits, interests, preferences and any unrecognized revenue opportunities or paths to stronger brand loyalty –– it’s all in the data.

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Cendyn report

  1. 1. If you have any questions about the report please contact skiftx@skift.com.skift.com Cendyn.com THE HOTEL INDUSTRY’S AUTOMATED FUTURE: A FRAMEWORK FOR AI WITH A HUMAN TOUCH
  2. 2. The Hotel Industry’s Automated Future: A Framework for AI with a Human Touch SKIFT REPORT 2016 3 Executive Summary The Complete Automation of Customer Acquisition and Retention Introduction The Ideal Customer Retention Ecosystem Setting The Data In Motion Using Data To Manage The Situation Slicing And Dicing The Data What Are Key Data Points For Action Discoveries In the Data Balancing The Outreach The Ideal Customer Acquisition Ecosystem Changing Touchpoints On Site Keeping Guests Loyal Optimizing The Big Picture Test But Verify Insights and Strategies Executive Letter TABLE OF CONTENTS ABOUT SKIFT Skift is a travel intelligence company that offers news, data, and services to professionals in travel and professional travelers, to help them make smart decisions about travel. Skift is the business of travel. Visit skift.com for more. 4 5 7 7 8 9 10 10 12 13 14 14 15 16 17 18
  3. 3. The Hotel Industry’s Automated Future: A Framework for AI with a Human Touch SKIFT REPORT 2016 4 EXECUTIVE SUMMARY The Complete Automation of Customer Acquisition and Retention Data has shifted the foundation of the hotel industry. Managers can now segment guest profiles to infinite degrees, creating a comprehensive picture of who’s staying at their properties. Managers can also track guest habits, interests, preferences and any unrecognized revenue opportunities or paths to stronger brand loyalty –– it’s all in the data. The question isn’t just how to make that data work – it’s how to make that data work automatically. We can slice and dice it all we want but if hotels aren’t building a lifecycle that continuously augments sales and operations, there’s little point in having all the information. Luckily we have artificial intelligence. “The winning hotel companies will be the ones that make artificial intelligence the technical foundation for improving acquisition, streamlining operations and boosting overall profitable revenue,” says Cendyn Chief Sales and Marketing Officer Tim Sullivan “No more guessing a guest’s specific needs. Now hotels anticipate them and deploy automated outreach.” We previously thought of computers as very elegant calculators but now they’ve become consultants. Algorithms analyze. Algorithms learn. Algorithms advise. Provide artificial intelligence engines enough information and they can distill complicated patterns like weather or trade economics into actionable insights, predictions that would take humans months to calculate. Understanding a guest’s preferences and buying patterns is not unlike predicting a stock price. Artificial intelligence engines not only unlock the future with past data, but create feedback loops so those improvements always build on themselves. No more courting attention with shotgun-approach emails, ads and commercials. Marketers are shifting from a pattern of interruption to weaving offers and touchpoints into the guest’s life on and off property. “Making better decisions with AI is going to be the future,” says Mark Bagley, Senior Demand Generation Manager at AMResorts. “You don’t need to have four data scientists in a closet somewhere doing this work.”
  4. 4. The Hotel Industry’s Automated Future: A Framework for AI with a Human Touch SKIFT REPORT 2016 19 ABOUT SKIFT Skift is a business information company focused on travel intelligence and offers news, data, and services to professionals in travel and professional travelers, to help them make smart decisions about travel. Founded in 2012 by media entrepreneur Rafat Ali, Skift is based in New York City and backed by Lerer Ventures, Advancit Capital and other marquee media-tech investors. Visit skift.com for more. LIKE WHAT YOU SEE? Skift’s content studio SkiftX helps brands such as Amadeus, American Express, MasterCard, Travel Channel, Hilton, and others create custom content, research, and experiences for sponsors that influence the largest audience of travel industry decision makers on the planet. Contact us for more details: Rafat Ali, Founder & CEO, Skift ra@skift.com 212-564-5830

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